Gaming Keyart
Ubisoft - Just Dance 2020 (10th Anniversary)
Role: Art Director
Scope: Key art strategy, visual direction, cross-channel application
Overview
For the 10th anniversary of Just Dance, Ubisoft sought a key art system that would both honor a decade of franchise momentum and introduce a renewed energy for the next generation of players. Rather than treating the key art as a standalone asset, I framed it as the strategic flagship visual for all anniversary communications, ensuring it could be leveraged seamlessly across marketing, in-store and experiential touchpoints.
Challenge
The Just Dance franchise has a strong, well-established identity rooted in energy, movement and rhythm. The key art had to balance the legacy of past visual language with a fresh aesthetic that felt celebratory, contemporary and authentically Just Dance.
Key challenges:
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Creating a visual system that embodied both nostalgia and novelty
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Ensuring the key art translated effectively across formats (digital, print, video intros and environmental)
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Supporting broader campaign goals without diluting brand recognition
Approach
I began by analyzing the visual history of the Just Dance franchise to distill its core visual vocabulary, specifically, what makes the brand feel energetic, playful and iconic.
From there, the strategy centered on:
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Movement-first composition: Using dynamic gesture, layered forms and bold color to evoke motion and celebration
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Flexible asset architecture: Designing key art components that could adapt across formats and scales
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Narrative resonance: Leveraging visual motifs tied to franchise history to evoke recognition and excitement
This approach ensured the work was not merely decorative but strategically anchored in the franchise’s identity and audience expectations
Execution
The final deliverables included:
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A primary key art visual that served as the campaign’s visual anchor
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Adapted versions optimized for print, digital banners, hero placements and social environments
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Guidelines for motion intro treatments and environmental adaptation
By treating the key art systemically rather than as a one-off piece, each asset maintained consistent visual logic and amplified campaign cohesion.
Outcome
The key art became the centerpiece of Just Dance 2020 anniversary communications, reinforcing the franchise’s legacy while elevating its contemporary presence.
Across channels, from store signage to digital ads and video intros, the key art system enhanced visual coherence and brand energy. Its adaptability reduced turnaround time for collateral production and strengthened audience engagement with the anniversary campaign.
Reflection
This project reinforced the value of approaching key art as strategic visual leadership, not just illustration. By framing the work as a system rather than a single finished piece, I ensured alignment with larger brand goals and set a foundation for scalable application across mediums.
